Caroline Marti - Cultural Mediations of Brands

1 Cover

2 Foreword

3 Acknowledgments

4 Introduction I.1. Cultural proposals and commercial mediation I.2. Observing the cultural figurations of brands to build their authority I.3. Communication, the object of discourse I.4. Cultural mediation as a bypass

5 PART 1: Adapting the Media Model Introduction to Part 1 1 Legitimacy and Foundations of Authority Through Media Appropriation 1.1. Speaking out: power 1.2. The porosity of the boundary between advertising and journalism: a tradition 1.3. The media and advertising thought process 2 The Media Opportunism of Brands and Its Silences 2.1. Virtues of inscription-embodiment material and editorial design 2.2. Media design 2.3. A media ideal, engagement and circulation 2.4. The journalist: the guarantor, a contemporary hero of public speech 2.5. A social power 3 A Media of One’s Own: Brands and the Struggle for Auctoriality 3.1. The rise of native advertising 3.2. Engagement and defection in advertising methods 3.3. The Internet and the regeneration of a common concept 3.4. The auctoriality in question 3.5. Auctoriality of brands and journalistic claims 4 Changes in the Media Landscape and Transfers of Authority 4.1. Procedures for exploiting journalists 4.2. New categorizations 4.3. Pre-eminence of the channel and media changes 4.4. Media and reciprocal configurations Conclusion to Part 1

6 PART 2: Asserting Intellectual Authority through Knowledge Mediation Introduction to Part 2 5 Metaphor of the Consumer-Learner and Branded Ethos: Representations in the Commercial Environment 5.1. From learning to education, a leitmotif of marketing 5.2. The manufacture of a brand ethos 6 Virtues and Modalities of Ordinary Subordination in the Commercial Environment 6.1. Educating the consumer 6.2. Modalities of didactic impressiveness: from prescription to solicitude 7 The Institutionalized Didactic Position: The Masterly Hold 7.1. Institutionalization of knowledge mobilized for brands 7.2. The “missions” of educational kits 8 The Temptations of Scientific Mediation 8.1. Scientific mediation and expertise: a construction of authorities in the public space 8.2. Figurations and partnership instrumentalization 8.3. The missions of the Danone Institute Conclusion to Part 2

7 PART 3: Investing Social Memory Through Cultural Mediation Introduction to Part 3 9 Cultural Mediation: Regulating the Circulation of Knowledge in the Public Space 9.1. The “cultural being” that has become a communicative object: mediation through ranking 9.2. Cultural mediation: creating interpretations for the public 10 From Event Management to Patrimonialization 10.1. A museum event 10.2. Cartier’s presence at the Grand Palais: occupying the space, being admired, being recognized 10.3. The challenges of patrimonialization: mediation and authority 11 The Conditions for Institutionalization 11.1. ack of essentialism of value and categorization 11.2. Sustainability 11.3. Public configuration Conclusion to Part 3

8 PART 4: Brands: From Mediations to Communicative Matrices of Social Authority Introduction to Part 4 12 Brands: Mediation Devices for Symbolic Effectiveness 12.1. The conditions of mediation: misappropriation, predilection, and adjustments 12.2. The brand: a mediation system 13 A Socially Active Symbolic Operativity: From the Factory to the Matrix of Credibility 13.1. Building relational devices 13.2. Creating credibility, rhetoric of forgetting and persuasion 183 13.3. The brand: a reproducible semiotic management 14 The Brand That Has Become a Communication Matrix 14.1. The expansion of brand engineering: from unconscious thinking to organizational maieutics 14.2. Social displacements and communicative derivations: branding as a process of action and play in competition 14.3. From management to symbolic management: a generalized extension Conclusion to Part 4

9 Bibliography

10 Index

11 End User License Agreement

1 Chapter 14Figure 14.1. Translations of “Je suis Charlie” in circulation

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Communication Approaches to Commercial Mediation Set

coordinated by

Caroline Marti

Volume 1

Caroline Marti

First published 2020 in Great Britain and the United States by ISTE Ltd and John Wiley & Sons, Inc.